Siam Square 1 Project is a shopping mall project which is planned to substitute Siam cinema and surrounding commercial buildings affected by the conflagration. As the project is located at the heart of Siam Square shopping center and it can be connected to sky train system at Siam station; therefore, most of retailers and product owners are eager to have rental space in this project. Aiming to create high project attractiveness, the project concept is developed to bring out retail business value by integrating style and type of shops harmoniously through the shop layout. In addition, the architecture and project facilities are also designed to suit the requirements of the targeted customers by differentiating its market position from nearby competitors. The project requires an investment of around 1,800 million Baht with two years of construction period. The payback period is about 9.6 years from the beginning of the project or 7.6 years from the project opening. The project is expected to create a NPV at 12% discount rate in the range of 438 million Baht or 14.1% of IRR. In summary, Siam Square 1 Project is considerably feasible on the financial perspective and should be implemented promptly to realize its financial benefit as early as possible. In order to mitigate business risk of under target revenue, two major processes - project promotion to public and selection of tenants - are very crucial and should be planned cautiously and implemented effectively. The success of Siam Square 1 Project will be a stepping stone for further developments of other plots according to the master plan of Siam Square development. The plan is aimed to maintain Siam Square as an icon of shopping centers in Bangkok.
